Bull's Eye Awards: Americas Channel Executives of the Year

  • By

    Carolyn April

    | Posted 2009-12-22



Gregg Ambulos
Longtime EMC channel executive Gregg Ambulos, vice president of Americas Channels at storage titan EMC, has many times said that one of the key secrets to EMC's success in the channel is not only constantly listening to partners and acting on their feedback, but making sure to help them execute day in and day out in the field. Sales support is paramount.

Ambulos, the Bull’s Eye Awards Americas Channel Chief of the Year Champion, has continued to turn feedback into actionable initiatives and execution support that have partners and colleagues applauding. This year, for example, Ambulos and his team scored high marks for delivering a sales assessment tool that partners have used to drive sales of EMC’s SourceOne compliance products through the roof. The margins for partners on this offering, which is subscription-based, have been in the ballpark of 46 percent on registered deals.

It’s been a remarkable turnabout for EMC and its channel strategy. Under Ambulos’ leadership, EMC, notoriously a hardcore direct-sales company, has transformed its channel program to world class award-winning status. Ambulos has been keen in driving solutions sales through partners, and moving away from stand-alone product transactions. The solutions approach enables larger transaction sizes and more complex services engagements for partners selling every facet of EMC’s vast storage portfolio.

Ambulos insists that partner success is ultimately a shared responsibility. That means EMC must bring certain things to the table that will ensure partner success, including market opportunity, technology leadership, partner profitability, ease of doing business with EMC, and pre- and post-sales support. 

Ambulos has personally spearheaded several notable partner program accomplishments, including the design and launch of partner specialization around consolidation, archiving and backup. This program has enabled partners to accelerate their entry into high-growth emerging markets while improving their profitability and relevance to the customer.

What Ambulos is doing is working. By reinforcing the basic tenets of running a channel support organization while moving the needle forward to reward partners with higher-margin, solutions-oriented opportunities, everyone becomes a champion.

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